Annie Murphy welcomes you to her vagina in birth control ad
The 'Schitt's Creek' star lends her comedic prowess for Phexxi spot led by all-female team
Editor's Pick
Phexxi, the first hormone-free gel contraceptive from Evofem Biosciences, is rewriting the rules of birth control with the help of Emmy-winning star of “Schitt’s Creek” Annie Murphy and her vagina–who are both tired of dealing with the side effects of hormones in their birth control.
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Created with an all-female creative, strategy and account team, “House Rules” takes a glamorous and hilarious approach to birth control. Murphy lounges and glides around an Instagram-ready pink room in silk robes, flirtatiously cracking jokes and slipping innuendoes.
“Welcome to my vagina,” she says as the camera travels through a series of domed, blush archways to find the actress eating grapes straight from the stem. “In here, I make the rules.”
Oozing coolness, Murphy explains that Phexxi keeps it real with its hormone-free formula because “hormones just weren’t right for me.” She tosses a traditional punch-pack of tablets into a pink trash can before donning goggles and trimming the dense rosebush around her dome.
As a turtle riding a Roomba vacuums past (perhaps a reunion with her “Schitt’s Creek” character’s pet from an episode late in the series), Murphy transforms her vaginal domain into a sensual, neon-lit boudoir and changes into a chic, gold cape and jumpsuit combo. She explains Phexxi is only used when you need birth control, not every day. The doorbell rings. “Coming!” she calls with a wink.
The campaign, created with agency McCann Health New Jersey, will run nationally on television.
“The idea at its heart is really about women being in control of their body, their life and their birth control,” said Jillian Watkins and Melinda Milovic, VP associate creative directors at McCann Health in a statement. “We believe to our core, that every woman should be able to decide what is best for her."
“We are thrilled and honored to partner with Annie Murphy because she is the perfect embodiment of the Phexxi woman: strong, bold, and confident,” added Saundra Pelletier, CEO of Evofem Biosciences. “Her birth control journey unfortunately is not uncommon. We know that some women may experience side effects from synthetic hormones and we firmly believe that women should call the shots when it comes to their bodies, their decisions, their quality of life, and most certainly their birth control.”
Check out an exclusive look behind the scenes with Annie Murphy below.
Credits
- Date
- Sep 09, 2021
- Client :
- Phexxi
- Agency :
- McCann Health
- Chief Creative Officer :
- Bruno Abner
- VP Associate Creative Director :
- Jillian Watkins
- VP Associate Creative Director :
- Melinda Milovic
- Art Supervisor :
- Trish Salge
- Copy Supervisor :
- Tressie LaFay
- EVP Managing Director :
- Gillian Walker
- VP Account Group Supervisor :
- Marcie Judges
- Account Supervisor :
- Courtney Wolfson
- SVP Strategy Director :
- Deb Sobelman
- VP Strategy and Engagement Director :
- Alexandra Davis
- Executive Producer :
- Maureen Phillips
- Head of Production :
- Rebecca Binder
- Marketing :
- Evofem
- Chief Executive Officer :
- Saundra Pelletier
- Vice President of Marketing :
- Tim Glennon
- Head of Consumer Marketing :
- Caitlin Schneider
- Brand Manager :
- Erin Turner
- Brand Manager :
- Natasha Azevedo
- Production :
- Real Chemistry
- Senior Group Director :
- Hollie Noble
- Senior Account Director :
- Melanie Weiss
- Creative Director :
- Keith LaFerriere
- Practice Lead Strategy :
- Martin Mannion
- Production :
- Starpower
- Executive Director :
- Chelsea Gargiulo
- Account Executive :
- Samantha Jones
- Production :
- Smuggler
- Director :
- Filip Engstrom
- Co-Founder :
- Patrick Milling-Smith
- Co-Founder :
- Brian Carmody
- Executive Producer :
- Sue Yeon Ahn
- Chief Operating Officer :
- Andrew Colon
- Head of Production :
- Alex Hughes
- Producer :
- Francesca Lentini
- Edit :
- BigSky Edit
- Editor :
- Chris Franklin
- Editorial Producer :
- Sarah Van Tassel
- Producer :
- Ali Corsie
- Effects Supervisor :
- Ryan Sears
- Color :
- Nice Shoes
- Colorist :
- Chris Ryan
- Audio :
- Sound Lounge
- Audio Engineer :
- Tom Jucarone
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